Mission statements,

aims and objectives

Mission statement
z A mission statement is a short written
statement of the purpose of an organisation.
The mission statement should guide the
actions of the organisation, spell out its
overall goal, provide a sense of direction, and
guide decision-making.
Are mission statements
useful?
Advantages:
z Give employees a sense of purpose and
something to aim for.
z Can be used as a promotional tool – lets
external stakeholders know the company’s
purpose.
Are mission statements
useful?
Disadvantages:
z Formally stating aims not necessary for success.

z Writing aims down does not mean they will be

achieved.
z Hard to develop in diversified organisations

z Just a publicity tool not a true reflection of

companies’ aims.
Unilever’s mission statement
z Our mission is to meet everyday needs for
nutrition, home hygiene and personal care
with brands that help people feel good, look
good and get more out of life.

Do you think this is a good mission statement?

Activity
z Write down a list of aims and objectives that
you think Unilever are trying to achieve.
Unilever’s objectives
Write these into the first column of your table

z Increase sales (turnover)

z Increase market share – competitors (Procter
& Gamble, Nestlé, Kraft Foods, Mars
Incorporated, Reckitt Benckiser)
z Increase share price (two share prices -
Unilever NV and Unilever plc)
z Increase profits
z Be socially responsible i.e. ethical e.g.
sustainability
z Expand into overseas’ markets
Activity
z Use the sheet to assess how well Unilever
are achieving their objectives.
Exam questions
z Key terms – explain the term and give an
example
z Mark scheme
z 1 mark – definition
z 1 mark – development
z 1 mark example

Turnover
Mission statement
Exam questions
Section A
z What is meant by the term ‘objective’. (2)

Mark scheme: 1 – Define the term; 1 – further

detail or example
z Describe two objectives Unilever might have.
(4)
Mark scheme: For each objective:
1 – state relevant objective; 1 – description of
the objective
Key terms noughts and
crosses

Fast Moving
Conglomerate Public Limited Consumer
Company Goods

Social
Diversified Share price responsibility

Market share Franchise Target market